Branding by smell

According to this item in MediaGuardian brand managers shouldn't be spending so much time running ads in print and broadcast, since those media only appeal to the eyes:

The recently established sensory communications group Brand Sense Agency said it was "extraordinary" that 83% of all commercial communication was visual because 75% of our emotions were influenced by what we smell, while there was a 65% chance our mood would change when we hear a new sound.

The agency said branding and marketing were overly reliant on our sense of sight.

I wonder about those stats. Who said that 75% of emotions are "influenced by what we smell", and how did they determine it?

I'm more interested in the part where it says that Kellogg's copyrighted the sound of their cornflakes' crunch. Is that for real?